Industry
Automotive Financing / Financial & Technological Services
Service
Digital Marketing Strategy, Naming & Branding, Commercial Discourse Optimization, Training & Community Evangelization, AI-Powered Content Production, Omnichannel Strategy, and Campaign Launch.
Completetion Timeline
Strategic alliance initiated in 2024; phased deployment starting in September 2025, with full project handover and operational closure formalized in May 2026.
Tools Used
AI-Driven Video & Content Production: HeyGen, Guidde AI, Adobe Premiere Design & Brand Assets: Genially, Canva, Adobe Photoshop Communication & Community Engagement: Microsoft Teams, Kahoot!
Grupo SICREA, an institution with more than 45 years of leadership with nationwide operations supported by an extensive network of distributors and strategic partners, faced the strategic necessity of unifying its fragmented legacy operations into a single, modern digital ecosystem built on an AWS serverless architecture. The core technical and corporate objective was to deploy a platform that represented the organizational digital transformation initiative that unified commercial, operational and customer processes into a single ecosystem. Globally, this meant executing a mandatory migration away from multiple traditional legacy systems (such as Intersad, SIGA, and NIS). This transition introduced a well-known industry challenge: managing change acceleration and alignment across a highly widespread commercial area and independent sales force accustomed to legacy processes. Recognizing that adopting a complex transaction platform requires clear cultural onboarding, a joint task force between SICREA’s leadership and Blue People’s marketing department was established. The challenge extended beyond creating visual collaterals; the team acted under a strategic consulting framework focused on two main fronts: commercial optimization (translating technical specifications into clear, value-driven functionalities for end-users) and building an interactive training ecosystem to foster long-term commitment and platform proficiency across the dealer network.
The marketing and adoption strategy was structured across four collaborative pillars designed to provide a clear identity and a frictionless transition pathway:
Strategic naming, branding, and identity rationale: Through dynamic co-creation workshops, the digital identity was named ainoa and positioned under the core conceptual tagline of "Intelligent Interconnection" (Interconexión Inteligente). The name is intentionally styled entirely in lowercase letters to project proximity, modern simplicity, and an agile, user-centered digital experience. The platform's visual symbol draws direct inspiration from the morphology and dynamics of neurons, mapping the relationship between mind, technology, and collective action. Its circular points represent synaptic nodes where the fluid exchange of data occurs, evoking a living, highly collaborative network. Each corporate node explicitly anchors one of the project's six foundational organizational values: Resilience, Innovation, Quality, Transparency, Communication, and Analytical Thinking.
Multidisciplinary self-service learning ecosystem: To support the national sales force, the team designed and produced a comprehensive repository of 25 training videos and professional narrative guides. Utilizing a combination of corporate design and AI production via HeyGen, Guidde, and Genially, the team deployed virtual avatars (Valeria and Patricio). This methodology standardized complex operational training (such as digital signatures and automated recalculations) into digestible, on-demand audiovisual assets.
Structured discourse & "The voice of ainoa": The brand persona was institutionalized under three clear operational parameters: innovative yet accessible (avoiding overly dense technical jargon), solution-oriented (focusing on day-to-day efficiencies for distributors), and professionally motivating. Official internal communications followed a rigorous copy structure optimized for high engagement, concise messaging, and clear calls to action, supported by a clean visual hierarchy.
Omnichannel launch campaign ("La Llave Maestra"): A structured communication campaign was rolled out nationally across three chronological phases (Pre-launch, Launch, and Post-launch). Under the concept that digital evolution provides the "master key" to complete operational control, the campaign deployed digital teasers, informative internal newsletters, and validation pieces. This culminated in a coordinated, high-impact national interactive webinar that aligned distributors and internal stakeholders prior to system go-live.
The collaborative adoption strategy and organizational alignment yielded direct, measurable results in corporate positioning, end-customer value, and change management:
Core institutional context indicators: * 45 Years of Leadership: Leveraged to anchor institutional trust during the massive systemic transition.
Nationwide presence: Strategy deployed across all states to capture distributed sales forces seamlessly.
Extensive distributor network: Coordinated communication to unify independent dealerships under one standard.
Digital ecosystem: Complete convergence of commercial, operational, and core customer management systems.
Optimization of the end-customer journey: The platform profoundly upgraded the end-customer experience. It established completely digital, end-to-end processes that substantially reduced service attention and response times. Furthermore, it provided total operational traceability for users while successfully driving down historical manual processing errors across all automotive financing requests.
Accelerated financial product adoption: Driven by the launch campaign and coordinated commercial efforts, SICREA’s Si Fácil Plan experienced exponential growth during the deployment phase, scaling from an initial 3 applicants in September 2025 to a consolidated active community of 349 applicants and 200 active members by January 2026. This rapid scaling validated the effectiveness of the pre-launch positioning.
100% Operational centralization & decommissioning: Successfully positioning ainoa as the single integration standard enabled 100% of new applications to be processed exclusively through the new platform. This user compliance allowed the organization to cleanly decommission and retire three legacy systems (Intersad, SIGA, and NIS), eliminating redundant infrastructure costs without interrupting ongoing commercial operations.
Active community and peer-to-peer onboarding: The internal communication channel "Discover ainoa", established on Microsoft Teams, reached an average of 184 active members. In the final quarter of the project alone, the channel recorded 214 interactions and 112 direct mentions. Data indicated that human-centric success stories and actual vehicle delivery testimonies served as the strongest drivers for platform trust and voluntary adoption.
Resolution of operational processing bottlenecks: By effectively educating the network on the platform’s 100% online and automated payment infrastructure, the communication strategy accelerated the transition away from manual data file handling toward direct debits. Operationally, this shifted user perception and reduced transaction processing cycles from a standard 24-hour window to immediate response and confirmation.
Governance and knowledge safeguarding for self-sufficiency: To guarantee SICREA's total long-term operational autonomy, the project concluded with the delivery of a standardized resource directory. This repository contains all digital property assets, master editable files (.ai, .psd, .fig), video script methodologies, and production protocols (Zoom/Kahoot!), ensuring internal teams can maintain and scale the ecosystem independently.
The deployment of ainoa demonstrates that technical digital transformation achieves its full business value when coupled with a disciplined, human-centric change management and communication strategy. By addressing operational adjustments with clear brand rationales, structured training, and collaborative transparency, Grupo SICREA, in alliance with Blue People, successfully executed an organizational digital transformation initiative that unified commercial, operational, and customer processes into a single ecosystem. The project concluded with a robust digital brand and a highly aligned national distributor network , establishing a scalable foundation to support Grupo SICREA's institutional growth, operational traceability, and long-term competitiveness in the financial market for decades to come.
